Yesterday, Facebook introduced Timeline for brands to unify the experience across both personal and professional profiles. With it, there are a number of big changes. One is the entirely new layout and how that works. Another is the drastic change in the use of tabs, among which that you can no longer use a landing tab for your page. Everyone has to interact directly with the Timeline ...and that is a good thing!

What I will talk about are some of the things that Facebook doesn't tell you. For instance, how to optimize how your posts look.

Use the stream!

Before we discuss some of the specifics, we have to look at where people spend their time on Facebook. I have been covering this in several articles, but it is important to understand in light of these new changes.

The bottom line is that people rarely spend any time on your Facebook Page. They spend their time on the newsfeed, on a friend's profiles, and in the few apps they have chosen to use.

Facebook Pages and tabs is not that important. We have seen countless of studies pointing to this fact, but you don't need a study to realize just how little time people spend on your page ...and thus on your new brand Timeline.

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